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You've heard it a million times before over the last couple of years. Data is the new oil. But it's easy to say something, a little harder to figure out how that may impact our business lives. Just how valuable is data?

I use a particular example fairly often in keynotes. Did you know that you can target "Expecting Parents" in South Africa using Facebook advertising? Think about that for a second. Think about how personal that data is. And think how Facebook can figure that out.

Now if Facebook can figure that out from the rampantly inane data we post to the social network - imagine what you could figure out given enough scale and enough personal data tied to unique identifiers like ID Numbers or Social Security Numbers (in the case of the US).

Now think how hard it is to reach customers using traditional media approaches.

Now think if data might help you reach customers a little easier in future.

Now read this. Stellar work again from my clever colleagues at FutureW…

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